INSPIRATION:The Pepsi Live For Now capsule is the brand’s first ever global fashion collection. With a storied history in pop culture and as a longtime steward of creativity, the capsule brings the Pepsi spirit and brand ethos to life in a first for the iconic cola – a covetable, wearable fashion collection.
Pepsi partnered with a mix of both iconic and cutting-edge international designers and retailers including Original Penguin by Munsingwear, Bang & Olufsen’s B&O Play line, Del Toro, Goodlife, Gents and SHUT NYC, along with Bloomingdale’s in the U.S., Colette in Paris and Liberty in London to create a collection of streetwear, accessories and electronics. The challenge was to find six of the hottest street artists, negotiate legal agreements and contracts, develop more than 60 quality products, manage the retail partners and licensees, create global marketing tools, design a global digital microsite and carry-out in-store promotional events.
With all items displaying one of the artists’ inspired designs, the collection brings distinctive, vibrant artwork from – the UK’s professional doodle bomber, Hattie Stewart; Argentinean urban artist, Jaz; Brazilian illustrator and street artist Ricardo AKN; Spanish-based visual artist Zosen; Merijn Hos, visual artist from the Netherlands and Argentinean street artist Ever – to life in a fresh, exciting way beyond the canvas.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:Pepsi Live for Now Capsule Collection features a range of products across categories, including fashion apparel and accessories, electronics and skateboards created in partnership with iconic and cutting-edge international designers and artwork from six of the hottest street artists around the world.

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RESEARCH ABSTRACT:Vendors with designer fashion credibility in menswear apparel, accessories and electronics, with a global reach either through their e-commerce platform or their own freestanding stores, were carefully selected in order to ensure globally breakthrough and execution potential for more than 140 Pepsi markets around the world. Retail partnerships were also strategically planned to create a world-class global fashion capsule. Bloomingdale’s in the United States, colette - a luxury retail specialty store in Paris and Liberty of London were the main retailers that promoted the capsule with in-store events and specialty windows. The Pepsi Live For Now product was also sold in more than 750 stores around the world through licensees’ own stores and other third party wholesale venues.
PepsiCo spearheaded the marketing strategy and execution, graphic design work and all global public relations efforts.

CHALLENGE: The challenge was to find six of the hottest street artists, negotiate legal agreements and contracts, develop more than 60 quality products, manage the retail partners and licensees, create global marketing tools, design a global digital microsite and carry-out in-store promotional events.

PROFILE:PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. For more information, please visit www.pepsico.com.

NOMINATION DETAILS

Pepsi Live For Now Capsule Collection Fashion Accessories by Pepsico Design & Innovation is a Nominee in Fashion and Travel Accessories Design Category.

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